In the world of streaming music, the idea of a “deepfake”—a manipulated or “fake” version of a song—may be on the horizon. According to a report from Digital Music News, Google and a number of major record labels, including Universal Music Group, Sony Music, and Warner Music, are currently in talks to devise new standards and procedures for the use of deepfakes in the streaming environment.
The report indicates that Google is the motivating force behind the talks, and that the company has proposed a framework for using deepfakes—which it calls “synthesized audio files”—in its streaming services. Though details of the agreement have not yet been revealed, it is likely that the agreement will restrict the types of audio manipulation that can occur in the production of deepfakes.
Deepfakes are a controversial new technology and their implications for the recording industry are still largely unknown. On one hand, deepfakes could be used to create thrilling new versions of classic songs, allowing fans to experience them in new ways. On the other hand, deepfakes could be used to remix and reconfigure a track beyond recognition, making it nearly impossible to credit original songwriters and performers for their work.
The agreement between Google and the major record labels seeks to strike a balance between allowing the creative use of deepfakes and protecting the rights of artists and copyright holders. While it is still unclear what form this agreement will take, it is likely to outline certain procedures and standards for the production of deepfakes. These may include mechanisms for artists and copyright holders to protect their works from unauthorized remixing, and rules for crediting the original creators of a manipulated track.
Though further details have yet to be revealed, the agreement between Google and the major record labels shows an ongoing commitment to harnessing the potential of deepfakes without trampling upon copyright laws and the rights of artists. The details of the agreement will be closely watched in the coming weeks, as they could help to establish a blueprint for how deepfakes will be used in streaming music for years to come.
